Dr Wai Mun Lim

Dr Wai Mun Lim

Associate Professor (Senior Lecturer) in Service Management

Plymouth Business School (Faculty of Arts, Humanities and Business)



Director of Professional Doctorates

A vision-driven change agent with a career-long record of programme management and quality assurance in higher education across national jurisdictions.


  • PhD Business Management, University of Plymouth, UK
  • M.B.A., University of Leicester, UK
  • B.A. Economics and Sociology, National University of Singapore
Professional Certifications:

- Social Marketing Certification: Hootsuite (2019)
- Certified Quality Auditor: ISO9001: 2015 Quality Management Systems Lead Auditor qualification (2018)
- Big Data: Insights into Data, Massuchesetts Institute of Technology, USA (2017)

Professional membership

  • Certified Management Business Educators (CMBE)
  • Fellow of the Higher Education Academy (FHEA)
  • Fellow of the Confederation of Tourism and Hospitality (FCTH)

Roles on external bodies

QAA (UK): 

- Quality and Standards Reviewer

- 2022 Reviewer for the Subject Benchmark Statements for Business and Management

Cyprus Quality Assurance Agency (CYQAA): 

- Quality Assessor- Higher Education Programmes 

External Examiner: University of Surrey (2022-)

External Examiner: London South Bank University (2022-)



Other Publications

Liang, A.R.D. and Lim. W.M. (2020) Why do consumers buy organic food? Results from an S-O-R model’, Asia Pacifica Journal of Marketing and Logistics, Vol. 32 (3), pp.xx-xx. DOI 10.1108/APJML-03-2019-0171

Slater, L., Lim, W.M. & Lean, J. (2019) The Value of Student Consultancies for Hospitality Businesses, International Journal of Knowledge Management in Tourism and Hospitality, Vol. 2(1), pp.34-39.

Majid, S., Lopez, C., Megicks, P. and Lim, W.M. (2019) Developing effective social media messages: Insights from an exploratory study of industry experts. Psychology & Marketing, 36(6), pp.551-564.

Burnard, P., Andersen, T.D., Ottewell, K. and Lim, W.M. (2018) Voicing the professional doctorate and the researching professional’s identity: Theorising the EdD’s uniqueness, London Review of Education, Vol. 16 (1).

Lim, W.M. (2017) Identifying the attributes of value-co-creation in web technologies for the hospitality industry, University of Aegean Tourism Conference (5th) and IMIC Conference (13th), 19-21 October, Santorini, Greece

Gibson, P., Lim, W.M. and Holmes, M. (2016) Keeping the customers happy: The importance of morale on cruise ships. Tourism in Marine Environments, 11(2-3), pp.136-145.

Burnard, P., Lim, W.M., Ottewell, K., Hawkes, L. and Dowling, S. (2016) Creativities connecting professional doctoral research practices. Insights from journeying together on an innovative collaborative project. British Educational Research Association, 12-15 September, Leeds, UK. 

Abou-Shouk, M., Lim, WM. & Megicks, P. (2016) Using competing models to evaluate the role of environmental pressures in e-commerce adoption by SME travel agents in a developing country, Tourism Management, Vol. 52, pp. 327-339.

Ottewell, K. and Lim, W.M. (2016) Ph.D.: Been There, Done That: So, Why Do a (Second), Professional Doctorate? in Transformative Doctoral Research Practices for Professionals (ed. Burnard, P., Dragovic, T., Flutter, J. and Alderton, J.), Sense Publishers, Rotterdam, pp. 29-42.

Thornton, C. and Lim, W.M. (2014) Understanding resources in the service industry using service quality models, British Academy of Management proceedings, 9-11 September, Belfast, UK  

Lim, W.M. and Liang, R.D. (2014) A framework exploring the importance of student engagement on knowledge (value) co-creation in higher education, EuroCHRIE proceedings, 06-09 October, Dubai, UAE 

Liang, R.D. and Lim, W.M. (2014) An analysis of the online organic food purchasing behavours based on the TPB model, EuroCHRIE proceedings, 06-09 October, Dubai, UAE 

Lim, W.M., About-Shouk, M. & Megicks, P. (2013) Reviewing the web features of travel agents in Singapore, Tourism Analysis, Vol. 18 (1), pp.91-101

Lim, W.M. and Guttilla, R. (2013) A positive multicultural group working experience: Rhetoric or Reality, EuroCHRIE proceedings, 16-19 October, Freiburg, Germany 

Abou-Shouk, M., Lim, W.M. & Megicks, P. (2012) E-Commerce and Small Tourism Businesses in Developing Countries: Drivers versus Boundaries of Adoption, Tourism Planning and Development, doi: 10.1080/21568316.2012.747983

Abou-Shouk, M., Megicks, P. & W.M. Lim (2012) Perceived benefits and e-commerce adoption by SME travel agents in developing countries: evidence from Egypt, Journal of Hospitality & Tourism Research, doi: 10.1177/1096348012442544 

Liu, Z. and Lim, WM (2012) Deal or no deal: Group Purchase Travel, Annual International Conference on Tourism and Hospitality Research Proceedings, 9-10 July, Singapore 

Abou-Shouk, M. and Lim, W.M. (2012) A Measurement Model of Travel Agents’ Barriers to E-Commerce Adoption, International Conference on Contemporary Business and Management Proceedings, 10-12 December, Bangkok, Thailand 

Abou-Shouk, M., W.M. Lim & P. Megicks (2012) Internet adoption by travel agents: a case of Egypt. International Journal of Tourism Research, Vol. 15 (3), pp. 298-312

Ng, I., Parry, G., Davies, S.M. & Lim, W.M. (2011) Going with the flow: A systems approach to how an Academic Health Science Centre creates value through collaboration, Advanced Institute of Management Research, Executive Brief

Liang, R. D. & Lim, W.M. (2011) Exploring the online buying behavior of specialty food shoppers, International Journal of Hospitality Management, 30, pp.855-865 

Aggett, M. & Lim, W.M. (2011) Quality Management in Cruise Operations (eds. Vogel M., Papathanassis A.) (In print) 

Lim, W.M. (2011) Web marketing features of UK rural hospitality businesses, Information and Communication Technologies in Tourism 2011 (eds. Law, R., Fuchs, M and Ricci, F..), Springer-Verlag, U.S.A. 

Lim, W.M. & Kasturiratne, D.(2011) Consumer perception and preferences for green practices: The case of Sri Lankan hotels, World Research Summit on Hospitality and Tourism Proceedings, 10-13 December, Hong Kong 

Lim, W.M. (2010) Factor Analysis of Variables affecting e-Marketing adoption by UK Independent Hotels, , Information and Communication Technologies in Tourism 2010 (eds.Gretzel, U., Law, R and Fuchs, M.), Springer-Verlag, U.S.A. pp.39-50

Abou-Shouk, M. and Lim, W.M. (2010) Egyptian travel agents and e-commerce, , Information and Communication Technologies in Tourism 2010 (eds.Gretzel, U., Law, R and Fuchs, M.), Springer-Verlag, U.S.A. pp. 357-368

Lim, W.M. (2009) Alternative models providing an insight into the adoption of internet technologies by hoteliers, International Journal of Contemporary Hospitality Management, Vol. 21 (3), pp. 610-618 

Lim, W.M. (2009) Competitive pressures influencing hoteliers’ adoption of internet technology: An exploratory investigation. EuroCHRIE proceedings, 22-24 October, Helsinki, Finland. 

Lim, W.M. (2009) Price variation across channels: A case of ex-Southampton port cruises in , ed. Papathanassis A., Cruise Sector Growth: Managing Markets, Human Resources, Process & Systems., GABLER/ Deutsche Universitaetsverlag, Wiesbaden, Germany, pp. 155-171

Lim, W.M. & Endean, M. (2009) Elucidating the aesthetic and operational characteristics of UK boutique hotels, International Journal of Contemporary Hospitality Management, Vol. 21 (1), pp. 38-51 

Lim, W.M. & Lockwood, C. (2009) Examining the perspectives of business travellers at Regional airports: A case in South West UK, Journal of Hospitality Application & Tourism,  Vol. 7, No. 1, pp.

Lim, W.M. (2008) Regression analysis of internet technologies adoption factors and business performance of UK independent hoteliers, Tourism and Hospitality: Planning and Development, Vol. 5 (3) pp. 233-245 

Kyaw, K., Kasturiratne, D. & Lim, W.M. (2008) Customers’ perception of online banking provision: a means to improve profitability in banks?, 22nd Service Conference and Workshop Proceedings, Revised Edition, 5 December. 

Lim, W.M. & Hall, M. (2008) Pricing consistency across direct and indirect distribution channels in South West UK Hotels, Journal of Vacation Marketing, Vol. 14, Issue 3, pp.331-344